Richa d, Mwesige; Ronald, Bonuke; Clai e, Si uma; B enda, Kabasinguzi
A icle
Insu ance company’s salespe sons’ lead quali ica ion skills and
salespe sons’ pe o mance: mode a ed-media ion model o
salespe sons’ adap i e selling beha io and salespe sons’ gende
Cogen Business & Managemen
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Insu ance company’s salespe sons’ lead quali ica ion skills and salespe sons’ pe o mance:
mode a ed-media ion model o salespe sons’ adap i e selling beha io and salespe sons’ gende ,
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Insu ance company’s salespe sons’ lead
qualifica ion skills and salespe sons’
pe o mance: mode a ed-media ion model o
salespe sons’ adap i e selling beha io and
salespe sons’ gende
Mwesige Richa d, Bonuke Ronald, Si uma Clai e & Kabasinguzi B enda
To ci e his a icle: Mwesige Richa d, Bonuke Ronald, Si uma Clai e & Kabasinguzi B enda
(2024) Insu ance company’s salespe sons’ lead qualifica ion skills and salespe sons’
pe o mance: mode a ed-media ion model o salespe sons’ adap i e selling beha io
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2024, VoL. 11, no. 1, 2421421
Insu ance company’s salespe sons’ lead quali ica ion skills and
salespe sons’ pe o mance: mode a ed-media ion model o
salespe sons’ adap i e selling beha io and salespe sons’ gende
Mwesige icha da , Bonuke onaldb, si uma clai eb and kabasinguzi B endaa
aDepa men Ma ke ing and Managemen , Make e e uni e si y Business school, Kampala, uganda; bDepa men o Business
economics, Moi uni e si y, eldo e , Kenya
ABSTRACT
his s udy aimed o disco e he in e ening ole o salespe son adap i e selling
Beha io (sPasB) in he ela ionship be ween salespe son lead Quali ica ion skills
(sPlQs) and salespe son Pe o mance (sP), in addi ion o he po en ial mode a ing
e ec o salespe son gende (sPg) on his ela ionship in he insu ance indus y in
Uganda. a o al o 346 salespeople in he Ugandan insu ance indus y we e iden i ied
using app opo iona e s a i ied simple andom sample echnique. Da a we e collec ed
using a sel adminis e ed ques ionai e, hen desc ip i e s a is ics, co ela ion analysis,
ac o analysis, and condi ional p ocess analysis we e employed o analyze he da a.
he esul s showed ha sPlQs and sP a e pa ially media ed by sPasB. he media ing
in luence is con ingen on he le el o sPg, wi h a s onge media ion e ec obse ed
a highe le els o gende equali y. By adding o he body o cu en li e a u e, his
s udy examines he complex ela ionships be ween sPlQs, sPasB, sP, and sPg. hese
indings highligh he impo ance o conside ing he ole o sPasB and gende dynamics
in op imizing sP. he esul s p o ide aluable insigh s o sales o ganiza ions o de elop
s a egies o enhance sP in unce ain business en i onmen s. addi ionally, his s udy
sheds ligh on he gende -speci ic ac o s ha in luence sP, challenging adi ional
s e eo ypes in he sales p o ession.
IMPACT STATEMENT
he impo ance o insu ance salespeople pe o mance canno be unde s a ed in oday’s
socie y, whe e insu ance p oduc s play a i al ole in ensu ing inancial and heal h
well-being o socie y. his esea ch p ojec examines he unc ion o asB as a media o
and sPg as a mode a o in he ela ionship be ween insu ance company’s sPlQs and
sP. insu ance companies a e c ucial in p o iding co e age and p o ec ion agains
un o eseen isks, and hei e ec i eness is essen ial in ensu ing ha cus ome s ecei e
app op ia e policies and d i e business g ow h. sPlQs plays a c ucial ole in iden i ying
po en ial cus ome s, al hough i s in luence on sP may no be immedia e. he s udy
sugges s ha sPlQs has a posi i e e ec on sP, which is pa ially media ed by sPasB.
enhancing sPlQs and os e ing sPasB can be acili a ed by p omo ing gende equali y
among salespeople, which can ul ima ely help insu ance companies o be e mee
cus ome needs, d i e business g ow h, and con ibu e o o e all inancial well-being o
clien s.
1. In oduc ion
an impo an pa o he wo ld economy is he insu ance sec o , and salespe sons a e i al o d i ing
e enue and g ow h o insu ance companies (Binde & Mußho , 2017). salespeople’s pe o mance is
la gely de e mined by hei abili y o mee an o ganiza ion’s sales goals (Fi ew, 2022). gi en he inc eas-
ing complexi y o he business en i onmen and he esul ing p essu e on sales manage s,
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT Mwesige Richa d mw[email p o ec ed] Make e e uni e si y Business school, Kampala, uganda/Moi uni e si y, eldo e ,
Kenya
h ps://doi.o g/10.1080/23311975.2024.2421421
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pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 26 Janua y 2024
e ised 22 June 2024
accep ed 16 Oc obe
2024
KEYWORDS
salespe sons’ gende ;
salespe sons’
pe o mance;
salespe sons’ lead
quali ica ion skills;
salespe sons’ adap i e
selling beha io ;
insu ance companies in
Uganda
SUBJECTS
Business, Managemen
and accoun ing;
Ma ke ing; Ma ke ing
Managemen
2 M. icha D e al.
unde s anding he ac o s ha con ibu e o salespe son success has become a p ima y ocus o bo h
schola s and p ac i ione s (abu elsamen & ak oush, 2018; cha oensukmongkol, 2024; Mwesige e al.,
2024). salespeople a e no only esponsible o ob aining esh clien ele, holding on o exis ing ones, and
expanding a i m’s ma ke sha e, bu hey also play a c ucial ole in de ising e ec i e sales s a egies
(abu elsamen & ak oush, 2018). howe e , wi h apidly changing consume demands, li es yles, and pu -
chasing beha io s, salespeople ace challenges in e ec i ely managing hei sales asks (cha oensukmongkol,
2024; Mwesige e al., 2024).
he e o e, possessing ce ain skills is essen ial o salespeople o achie e supe io pe o mance. i is
c ucial o sales o ganiza ions o unde s and he skills ha con ibu e o he success o hei salespeople
in unce ain business en i onmen s. his knowledge will enable managemen o iden i y domains o
de eloping compe encies ha op imize he accomplishmen s o hei salespe sons. Mo eo e , as a sig-
ni ican numbe o women ha e been success ully employed in he ield o p o essional selling o e he
pas ew decades, i is impe a i e o esea che s o explo e possible dis inc ions be ween male and
emale salespeople and hei pe o mance (Macin osh & k ush, 2014).
he exis ing body o li e a u e ypically ocuses on he di ec e ec o sPlQs on sP ( omán &
od íguez, 2015; sujan e al., 1988; omán & iacobucci, 2010; Ohiomah e al., 2019; Mwesige e al.,2024).
howe e , he li e a u e has p oduced inconsis en esul s. se e al s udies sugges a posi i e ela ionship
be ween sPlQs and sP, highligh ing he ad an ages o ocusing on p ospec s ha ha e a highe chance
o con e ing and p o iding cus omized sales pi ches (sujan e al., 1988; Mwesige e al., 2024). con e sely,
o he s udies ha e shown an insigni ican associa ion be ween sPlQs and sP (Maga e & Momani, 2016;
Poo e al., 2013).
he ole o sPasB in he ela ionship be ween sPlQs and sP has also yielded mixed indings in he
li e a u e. Mwesige e al. (2024) a gue ha sPasB pa ly media es his ela ionship, sugges ing ha sales-
people mus adap hei selling s yles o mee di e se cus ome demands. F anke and Pa k (2006)
emphasized he impo ance o clien - ocused sales, which is only e ec i e in imp o ing sP media ed by
sPasB. howe e , o he s udies ha e no shown any no ewo hy associa ion be ween sPasB and job o
objec i e pe o mance (limbu e al., 2016; ahea ne e al., 2005; Pe ijohn e al., 2000).
P e ious s udies ha e in es iga ed he impac o bo h di ec and indi ec ela ionships o sPlQs and
sasB on sP. howe e , he e is a lack o li e a u e on whe he hese e ec s a y acco ding o sPg. his
is an impo an ques ion because assuming ha all indi iduals bene i equally om hese abili ies could
be misleading. he e o e, his s udy examines whe he sPg mode a es he connec ion be ween sPlQs,
sPasB, and sP in he insu ance indus y in Uganda. his s udy add essed he complex in e ela ionships
among hese cons uc s using a mode a ed- media ion model. By in es iga ing he mode a ing unc ion
o sPg, his s udy p o ides a unique con ibu ion o bo h academia and he insu ance indus y.
Fu he mo e, his s udy alida es uss and Mcneilly (1995) by explo ing he mode a ing ole o sPg in
sP, shedding ligh on gende -speci ic ac o s ha impac sP. addi ionally, his esea ch uses da a om a
de eloping coun y such as Uganda. he indings o his s udy a e o p agma ic impo ance o sales
supe iso s, as hey migh u ilize he unde s anding o he impac o employing bo h male and emale
salespeople as sales execu i es in he insu ance sec o o imp o e sP.
his pape is s uc u ed in a logical manne , wi h sec ions comp ising an o e iew o he li e a u e,
o mula ion o hypo heses, me hodology, indings, discussion, conclusions, implica ions, limi a ions, and
ecommenda ions o addi ional s udy.
2. Li e a u e e iew
he li e a u e e iew examines he in eg a ion o V oom’s expec ancy heo y (V oom, 1964), Wei z e al.
(1986), adap i e selling heo y, szymanski (1988) ca ego iza ion heo y, and homophily heo y (laza s eld
& Me on, 1964). V oom(1964) p oposes ha he beha io o a salespe son is in luenced by his/he an ic-
ipa ion o how a speci ic ac ion will lead o a pa icula ou come. his heo y was de eloped o p edic
he ex en o which employees a e de o ed o comple ing job asks. While his heo y aims o p edic
employee dedica ion o job- ela ed asks, i does no adequa ely accoun o o he ac o s ha may
mo i a e salespeople, such as possessing he necessa y selling skills and adap abili y.
cOgen BUsiness & ManageMen 3
On he o he hand, szymanski,(1988) ca ego iza ion heo y emphasizes he impo ance o unde s and-
ing clien s’ needs o accu a ely ca ego ize sales p ospec s a di e en phases included in he sales p o-
cess (Mwesige e al., 2024; sujan e al., 1988). e ec i e ca ego iza ion allows salespeople o change hei
sales s a egies o accommoda e a ious clien equi emen s. howe e , his heo y does no conside he
compe i i e and dynamic na u e o he sales en i onmen , whe ein adap abili y is c ucial o success ul
sales ou comes. Fo ins ance, salespeople who can adap hei selling s yles in di e se si ua ions a e
mo e likely o accomplish he desi ed ewa ds in hei du ies.
Wei z e al. (1986) a gued ha a gene al s a egy o sell is inadequa e in an e e -changing en i on-
men wi h di e se consume needs. salespeople mus adap and ailo hei sales app oach o unique
clien cha ac e is ics and a ious selling si ua ions (Viio & g ön oos, 2016; Mwesige e al., 2024; omán
& iacobucci, 2010). his heo y aligns wi h he idea ha sales p o essionals mus possess he equi ed
selling abili ies and lexibili y in hei selling app oach o achie e hei expec ed ewa ds.
in con as , he homophily heo y, p oposed by laza s eld and Me on (1964), sugges s ha people
a e na u ally inclined o s ay d awn o hose who sha e simila cha ac e is ics, such as gende , e hnici y,
and social class (P ende gas e al., 2014). his heo y emphasizes he signi icance o sha ed alues and
belie s in o ming connec ions and ela ionships. howe e , homophily heo y igno es addi ional a iables
ha could ha e an impac on a salespe son’s success, such as he capaci y o modi y hei selling
app oach and possessing selling abili ies.
o enhance ou unde s anding o he in luence o sPlQs, sPasB, and sPg, his s udy exploi s ca ego-
iza ion, adap i e selling, and homophily heo ies o alida e he V oom expec ancy heo y. his s udy
aimed o elucida e he mode a ed-media ion ole o sPg in he link be ween sPlQs, sPasB, and sP.
in he con ex o pe sonal selling, e ec i e lead quali ica ion skills a e c ucial o sales p o essionals o
make in o med decisions. his includes classi ying leads acco ding o how well hey i a pa icula se -
ice o p oduc . sales p o essionals necessi a e he use o a ailo ed s a egy when selling by conside ing
nume ous elemen s, such as he ype and gende o cus ome s, sales ci cums ances, and he commen s
ob ained. he e o e, i is necessa y o modi y communica ion s yles, plans, and echniques o sa is y each
cus ome ’s unique wan s and p e e ences. When conside ing he gende o sales p o essionals who pos-
sess lQs, show asB, and an icipa e ecei ing compensa ion o hei wo k, i is plausible ha hey a e
d i en o p io i ize and modi y hei s a egy o high-po en ial leads. his could esul in an enhanced
o e all pe o mance and con e sion a es.
2.1. Salespe sons pe o mance (SP)
he concep o a salespe son’s pe o mance can be unde s ood om mul iple pe spec i es, including
p oduc i i y, e ec i eness, and e iciency. P oduc i i y e e s o a salespe son’s ou pu in e ms o sales
e enue o uni s sold. e ec i eness, howe e , ocuses on he a ainmen o sales objec i es and mee ing
cus ome needs. e iciency conside s he cos -e ec i eness o sales ac i i ies and he op imal use o
esou ces (c a ens e al., 2016).
One o he widely used de ini ions o a salespe son’s pe o mance is by andzulis e al. (2009), who
de ines i as ‘ he ex en o which a salespe son ul ills he aims and objec i es o he selling i m.’ i
emphasizes he alignmen be ween speci ic sales objec i es and o ganiza ional goals. chu chill e al.
(2008) de ine a salespe son’s pe o mance as ‘ he deg ee o which a salespe son achie es pe sonal and
o ganiza ional objec i es h ough sales beha io s.’ his de ini ion acknowledges bo h he pe sonal and
o ganiza ional aspec s o pe o mance. Mo eo e , Basi e al. (2010) and Fi ew (2022) iew salespe son
pe o mance as inspi a ion o salespeople o each he i m’s sales a ge s. his pe spec i e emphasizes
he ole o salespeople’s ac ions and endea o s in ealizing he desi ed sales ou comes. salespe son pe -
o mance is c ucial o achie ing sales objec i es and o e all o ganiza ional success.
omán and iacobucci (2010) and ande son and Oli e (1987) consis en ly desc ibe salespe son
e ec i eness as he esul o a salespe son’s applica ion o e o and skill. hey a gue ha salespe son
e ec i eness pe ains o ou comes s emming om a salespe son’s p o iciencies. acco ding o hei pe -
spec i e, salespe son e ec i eness is closely ela ed o he abili ies and capabili ies o salespeople as well
as hei pe o mance in achie ing desi ed sales esul s. his s udy p esen s a de ini ion o salespe son
4 M. icha D e al.
e ec i eness as a quan i iable measu e o a salespe son’s capaci y o each sales goals, c ea e p oceeds,
cul i a e, and main ain cus ome connec ions while suppo ing he sales depa men ’s goals. his com-
p ehensi e de ini ion encompasses nume ous ace s o a salespe son’s in luence on d i ing sales and
achie ing an o ganiza ion’s sales goals.
2.2. Salespe son lead quali ica ion skills (SPLQS)
he lead quali ica ion p ocess in ol es iden i ying di e en clien g oups and unde s anding hei speci ic
needs (Ohiomah e al., 2019). his ca ego iza ion o leads helps salespeople ailo hei sales app oach
and p o ide cus omized solu ions o each po en ial cus ome . By gaining a deep unde s anding o hei
cus ome s’ needs, salespeople can e ec i ely add ess cus ome inqui ies and objec ions and ul ima ely
close sales (Zhou & cha oensukmongkol, 2021; Ola iu, 2016; gopalak ishna e al., 2022; sabnis e al.,
2013; Pullins e al., 2017). acqui ing new cus ome s is also a i al aspec o salespe son lead quali ica ion
skills. By employing a ious s a egies and echniques such as p ospec ing, cold calling, and ne wo king,
salespeople can expand hei cus ome base and gene a e po en ial leads ( omán & iacobucci, 2010).
howe e , i is impo an o no e ha me ely acqui ing new cus ome s is no su icien ; salespeople mus
also ha e he abili y o quali y hese cus ome s by unde s anding hei needs and de e mining whe he
hey ul ill he equi emen s needed o quali y as leads ( ho ne & Quinn, 2017). he abili y o quali y
leads is c ucial in sales and ma ke ing because i helps salespeople p io i ize hei e o s and alloca e
hei esou ces e ec i ely. By ocusing on quali ied leads, salespeople can inc ease hei con e sion a es
and maximize sales oppo uni ies. his p ocess also enables salespeople o a oid unnecessa y ime and
e o spen on leads ha a e unlikely o esul in sales ( omán & od íguez, 2015).
Va ious s udies ha e explo ed di e en aspec s o salespe son lead-quali ica ion skills. Fo example,
omán and iacobucci (2010) iden i ied ou key dimensions o lead quali ica ion skills: quali ica ion, a -
ge ing, s a egic selling, and ela ionship building. hey emphasized he impo ance o quali ying leads
based on hei speci ic needs and de eloping a a ge ed sales s a egy. Mo eo e , hei esea ch high-
ligh s he signi icance o c ea ing s ong bonds by os e ing con idence and enhancing he sales p ocess.
i is essen ial o no e ha he p ocess o lead quali ica ion is challenging. salespeople o en ace objec-
ions and inqui ies om po en ial cus ome s ega ding p oposed solu ions. e ec i e lead-quali ica ion
skills equi e he abili y o add ess hese objec ions and p o ide pe suasi e esponses ha o e come
po en ial ba ie s o he sale (sabnis e al., 2013).
2.3. Salespe sons adap i e selling beha io (SPASB)
acco ding o spi o and Wei z (1990), sPasB desc ibes he deg ee o which salespeople modi y sales
beha io s in clien in e ac ion o sui he pe cei ed cus ome ’s needs. his de ini ion emphasizes he
impo ance o cus omiza ion and lexibili y in sales in e ac ions, sugges ing ha i in ol es al e ing one’s
app oach o mee he speci ic equi emen s o each cus ome . simila ly, F anke and Pa k (2006) de ine
sPasB as he deg ee o which salespeople possess he knowledge and skills essen ial o adjus ing hei
sales beha io s o he excep ional cha ac e is ics o each cus ome . his de ini ion highligh s he signi i-
cance o a salespe son’s abili y o unde s and and in e p e buye cues, enabling hem o e ec i ely
ailo hei selling s a egies.
2.4. Salespe son gende (SPG)
he no ion o ‘gende ’ encompasses a mul i ace ed in e play among biological, cul u al, and indi idual
iden i y aspec s. gende has a majo impac on he s anda ds and expec a ions o socie y, which, in u n,
in luences consume pe cep ions and beha io s. li e a u e sugges s ha gende is dis inc om sex,
which is an inhe en biological cha ac e is ic ha pe ains o he cul u al and social implica ions associ-
a ed wi h hese dis inc ions (Mason, 2020).
gende s e eo ypes a e deeply ing ained in socie y and can signi ican ly in luence consume beha -
io . acco ding o eagly and Wood (1991), indi iduals end o equa e pa icula quali ies and a ibu es
o pa icula gende s. Fo ins ance, emales a e no mally pe cei ed as nu u ing, empa he ic, and
cOgen BUsiness & ManageMen 5
us wo hy, whe eas males a e o en associa ed wi h asse i eness, con idence, and compe ence.
hese s e eo ypes can shape consume expec a ions and in luence salespeople’s pe cep ions. in a
s udy conduc ed by Bem (1974), i was ound ha indi iduals end o e alua e salespeople based on
hei con o mi y o gende s e eo ypes. consume s o en expec saleswomen o be mo e empa he ic
and help ul, whe eas salesmen a e expec ed o be mo e asse i e and knowledgeable. hese
gende -based expec a ions can in luence consume s’ e alua ions o salespeople and, subsequen ly,
a ec hei pu chase decisions.
2.5. SPLQS and SP
acco ding o esea ch conduc ed by omán and od íguez (2015), omán and iacobucci (2010), and
Mwesige e al. (2024), salespeople wi h s ong lQs possess a ho ough comp ehension o clien needs
and can accu a ely di e en ia e be ween di e en cus ome ypes. his enables hem o pa icipa e in
cus ome - ocused sales by o e ing ailo ed cla i ica ions ha mee each cus ome ’s speci ic needs, which
a e ela ed o salespe son e ec i eness (Zhou & cha oensukmongkol, 2021).
ahea ne e al. (2005) and sujan e al. (1988) asse ha o ganizing and so ing consume s can simpli y
sales p oposals and communica ion. salespeople wi h obus clien quali ica ion abili ies and a clea
in o ma ion s uc u e ega ding cus ome g oups can use p io da a o asce ain he app op ia e pe iod
and ene gy o in es in di e en ypes o cus ome s. his leads o imp o ed comp ehension o he cli-
en ele, allowing i o p og ess in he sales unnel and e en ually close sales success ully. By dedica ing
mo e ime and e o o selling o he mos luc a i e cus ome s, salespeople can imp o e hei o e all
e iciency (Jä inen & aiminen, 2016). On he o he hand, Jä inen and aiminen (2016) and Mona
(2011) emphasize ha ailing o quali y cus ome s o ocusing on less-p o i able consume s can esul in
a loss o e enue om sales and esou ce was e.
2.6. SPASB and SP
acco ding o nume ous s udies, including Bagus e al. (2019), Mwesige e al. (2024) and hu e al. (2021),
sales ep esen a i es who modi y hei sales echniques acco ding o he e ol ing needs o hei clien ele
usually esul in highe sales ou comes. implemen ing adap i e selling equi es sales ep esen a i es o
conside a ious ac o s such as a cus ome ’s disposi ion, alues, and in o ma ion equi emen s. as
demons a ed by Po e e al. (2003), his app oach leads o inc eased sales. in ac , esea ch by spi o
and Wei z (1990) e ealed a posi i e co ela ion be ween sPasB and sP. salespeople who quickly ans-
o m in o changing ci cums ances end o pe o m be e , as indica ed by Udayana e al. (2019). singh
and Das (2013) p o ide e idence ha adap i e selling p ac ices can enhance a salespe son’s
e ec i eness.
i is c i ical o salespeople o use app op ia e echniques when implemen ing adap i e selling, as
Po e e al. (2003) sugges . e en mino adjus men s o sales exchanges in esponse o body exp ession
du ing inqui ies and c i icism can signi ican ly enhance communica ion and lowe objec ions, as s a ed
by spi o and Wei z (1990). hese indings highligh he signi icance o adap i e selling o achie ing
be e sales esul s.
2.7. SPG and SP
nume ous s udies ha e in es iga ed he po en ial gende di e ences in sales pe o mance. a s udy con-
duc ed by swan e al. (1978) sugges s ha gende may ha e an impac on sales pe o mance. howe e ,
se e al o he s udies, including hose by Wachne e al. (2009), Pie cy e al. (2012), Palme and Bejou
(1995), and siguaw and honeycu (1995), ound no disce nible di e ence be ween male and emale
sales eps’ sel - epo ed sales pe o mance. Despi e his, s e eo ypes po ay emale sales ep esen a i es
as poo e pe o me s han hei male coun e pa s (swan e al. (1978) ; Mwesige e al., 2024).
Fu he mo e, a s udy by swan e al. (1978) sugges s ha emale sales ep esen a i es demons a e
lowe le els o p oduc expe ise, echnical p o iciency, ac i i y epo ing, geog aphic each, and gene al
pe o mance. ne e heless, i is impo an o no e ha emale sales ep esen a i es may excel in
6 M. icha D e al.
ela ionship pe o mance because o hei inhe en ai s such as empa hy, wa m h, nu u ing, and sup-
po i e oles (Palme & Bejou, 1995; siguaw & honeycu , 1995; uss & Mcneilly, 1995).
i is impo an o no e ha he con en ional s e eo ype o emale sales ep esen a i es as poo pe -
o me s compa ed o hei male coun e pa s may no longe be alid in many coun ies. his is because
equal access o educa ion o bo h gende s leads o no signi ican dispa i y be ween male and emale
educa ed wo ke s’ job pe o mances (Okan, 2024). addi ionally, Zhou and cha oensukmongkol (2021)
con ended ha gende is insigni ican o salespe son pe o mance, based on demog aphic da a. his
inding suppo s he explana ion ha he e is no subs an ial a ilia ion be ween sPg and sP, especially
when bo h male and emale sales ep esen a i es ha e ecei ed highe educa ion.
2.8. SPLQS and SPASB
leigh e al. (2014) and Mwesige e al. (2024) ound ha sales p o essionals who possess excep ional
in o ma ion and capabili ies a e mo e e ec i e in apidly and p ecisely classi ying cus ome s acco d-
ing o hei business challenges and he speci ic solu ions hey equi e. Fo ins ance, salespeople
should highligh he sa ings ha come om combining all insu ance wi h hei company i a o d-
abili y is a conce n o he cus ome . in addi ion, i he cus ome is wo ied abou hei spouse’s
bene i s in he e en o dea h, he salespe son should ocus on discussing he ca e and educa ion
o child en.
Fu he mo e, acco ding o anglin e al. (1990), Because hey can adap o he needs o hei clien s
and sol e hei di icul ies, ex ao dina ily gi ed salespeople a e be e equipped because hey ha e a
long- e m memo y o ‘i hen’ ules. Zhou and cha oensukmongkol (2021) ound a posi i e co ela ion
be ween he sPlQs and sPasB. salespeople wi h a ho oughly hough -ou ca ego y s uc u e ha e also
been ound o display an ad anced equency o asB (sha ma & le y, 1995). hese indings we e con-
i med by omán and iacobucci (2010), who e ealed a signi ican ela ionship be ween sPlQs and
sPasB. O e all, hese s udies imply ha he sPlQs can se e as an an eceden o asB.
2.9. Media ing ole o SPASB
acco ding o Udayana e al. (2019), salespeople’s success is no exclusi ely elian on hei skills bu also
on hei p epa edness o ake ac ion and become accus omed o changing ma ke condi ions. o mee
hei clien s’ unique needs e ec i ely, salespeople mus be e sa ile and knowledgeable abou a ious
sales echniques. he asB plays a i al ole in enhancing lQs, leading o imp o ed sP ( omán & iacobucci,
2010; Mwesige e al., 2024; le y & sha ma, 1994; Ve beke e al., 2004; spi o & Wei z, 1990).
acco ding o Maga e and Momani (2016) and Poo e al. (2013), de eloping he lQs by i sel migh
no always esul in imp o ed sP. his con adic s he no ion ha he lQs has a di ec impac on asB,
which is a c ucial de e minan o sP. ins ead, he au ho s p oposed ha he asB d i es he acquisi ion
o he lQs. his pe spec i e sugges s ha salespeople wi h a na u al inclina ion owa d asB a e mo e
likely o in es bo h ime and ene gy in de eloping hei lQs, leading o supe io sP.
he ole o asB in media ing he ela ionship be ween sPlQs and sP is in luenced by he e ec i e
u iliza ion o cus ome ela ionship Managemen (c M) sys ems (smi h & Johnson, 2019). c M sys ems
a e designed o assis salespeople in managing and analyzing cus ome da a, moni o ing in e ac ions,
and building be e cus ome ela ionships. he pe spec i e pu o h is ha salespeople wi h s ong
sPlQs a e mo e likely o e ec i ely u ilize c M sys ems, esul ing in enhanced sasB and, ul ima ely,
highe sP (smi h & Johnson, 2019). howe e , he media ing ole o sasB in he ela ionship be ween he
sPlQs and pe o mance is subjec o o he ac o s. (B own & ande son, 2018).
2.10. Mode a ing ole o SPG
gende has long been ecognized as a signi ican ac o ha in luences in e pe sonal in e ac ions and
communica ion s yles. s udies ha e indica ed ha he e a e di e ences in communica ion app oaches
be ween men and women, wi h males o en being mo e asse i e and ask- ocused, while emales
end o be mo e nu u ing and ela ionship- ocused (eagly & Wood, 1991). hese gende di e ences
cOgen BUsiness & ManageMen 7
can po en ially in luence how salespe sons in e ac wi h cus ome s, leading o a ia ions in cus ome
pe cep ions and sales ou comes. One a ea o in e es is he impac o a salespe son’s gende on cus-
ome pe cep ions and a i udes. nume ous schola s ha e examined he e ec s o sPg on cus ome
us , likabili y, and c edibili y. ahea ne e al. (2007) demons a ed ha emale salespe sons we e pe -
cei ed as mo e us wo hy and likable han hei male coun e pa s. his sugges s ha cus ome s may
espond di e en ly o salespe sons based on hei gende , leading o a ying le els o us and
appo .
in addi ion o cus ome pe cep ions, salespe sons’ gende can also in luence sales e ec i eness.
esea ch shows ha sPg can ac as a mode a o in he sales p ocess, a ec ing he e ec i eness o
sales echniques and s a egies. la oche e al. (2001) ound ha emale salespe sons we e mo e e ec-
i e in u ilizing ela ionship-building s a egies, such as empa hy and appo building, han male
salespe sons. On he o he hand, male salespe sons we e mo e e ec i e in u ilizing asse i e and pe -
suasi e echniques. hese indings sugges ha gende can in luence he e ec i eness o di e en
sales app oaches, and highligh he impo ance o aligning sales s a egies wi h he gende o he
salespe son.
Fu he mo e, he impac o salespe sons’ gende on cus ome sa is ac ion was also explo ed. cus ome
sa is ac ion is a c ucial ou come o he sales p ocess, as i can esul in epea business and posi i e wo d
o mou h (WOM). s udies ha e shown ha consume con en men can be in luenced by he gende o
he salespe son, wi h cus ome s ha ing a ying p e e ences based on hei gende . Dubinsky e al. (1991)
e ealed ha emale cus ome s epo ed highe sa is ac ion when in e ac ing wi h emale salespe sons,
whe eas male cus ome s epo ed highe sa is ac ion when in e ac ing wi h male salespe sons. his sug-
ges s ha ma ching he gende o he salespe son o ha o he cus ome can enhance cus ome sa is-
ac ion le els.
P e ious s udies ha e examined he impac o gende s e eo ypes in he wo kplace on he powe and
e ec i eness o salespeople ( ick & Veneziano, 1998). gende is a complex social cons uc ha encom-
passes a ious aspec s o human beha io (Palan, 2001). consequen ly, esea che s ha e obse ed he
impac o gende on salespe son beha io , pa icula ly in mixed-gende sales eams ( aeube & Valdise a,
1986; simiyu e al., 2020). s udies ha e shown ha male and emale salespeople may ha e di e en
pe cep ions o hei abili ies; males a e mo e p one o o e es ima e hei abili ies, whe eas women a e
mo e likely o unde es ima e hem (lindeman e al., 1995). as a esul , i is c ucial o conside gende as
a a iable in s udies o sales o ce beha io . gi en hese indings, i is p obable ha he impac o asB
on sP a ies depending on sPg. Fu he esea ch is necessa y o explo e his ela ionship and gain a
be e unde s anding o how sPg in luences lQs on asB and asB on sP.
2.11. Cu en s udy main objec i e
ea ly esea ch on he connec ion be ween dependen and independen a iables has p ima ily ocused
on de e mining hei di ec connec ion. howe e , hese s udies yielded inconclusi e esul s, leading o
he eme gence o indi ec e ec s udies ha examine he ela ionship be ween hese a iables h ough
a hi d a iable. P eache e al. (2007) e ealed ha mode a ion occu s when a hi d a iable has an
impac on he deg ee o he link be ween independen and dependen a iables. ecen ly, esea che s
ha e shown a g owing in e es in in es iga ing he mode a o ’s combined e ec and media o a iables
on he p ima y a iables (simiyu e al., 2020; lwanga, e al., 2023).
he cu en in es iga ion a emp s o examine he mode a ing ole o sPg on he ela ionship be ween
sPlQs and sP h ough he sPasB. his esea ch del es in o he complex dynamics wi hin he sales indus-
y, speci ically explo ing how sPg, sPlQs, and sPasB in e ac and impac he o e all sP. sPg se es as
a mode a o ha in luences he s eng h and di ec ion o he ela ionship be ween he sPlQs and sP.
addi ionally, he sPasB unc ions as a media o and is i al o he ela ionship be ween hese a iables.
his s udy seeks o unco e he in ica e in e play among sPg, sPlQs, sPasB, and sP, shedding ligh on
he ac o s ha con ibu e o success ul sales ou comes in a gende ed con ex . By unde s anding hese
dynamics, sales p o essionals and o ganiza ions can de ise a ge ed s a egies o op imize salespe son
pe o mance and c ea e a mo e inclusi e and e ec i e sales en i onmen .
14 M. icha D e al.
an inclusi e sales en i onmen in which bo h male and emale sales ep esen a i es can h i e. hese
indings con ibu e o bo h academia and he insu ance indus y by p o iding a deepe unde s anding o
he easons o success ul sales ou comes in gende ed con ex s.
7. S udy implica ions
his s udy indings ha e signi ican implica ions o bo h academia and he insu ance indus y. his s udy
adds o he cu en body o li e a u e by in es iga ing he media ing and mode a ing e ec s o sPsaB
and gende on he link be ween he sPlQs and sP. i p o ides empi ical e idence ha expands ou
unde s anding o he complex in e play be ween hese a iables and sheds ligh on he ac o s ha con-
ibu e o success ul sales ou comes in a gende ed con ex . Fu he mo e, his s udy alida es and builds
upon p e ious s udies by in es iga ing he mode a ing ole o gende in he sP o insu ance salespeople.
heo e ically, his s udy endo ses he applica ion o combined heo e ical amewo ks o accoun o
salespe son pe o mance in ela ion o expec ancy heo y by V oom (1964), classi ica ion by szymanski
(1988), and adap i e selling, as discussed by Wei z e al. (1986) and homophily, desc ibed by laza s eld
and Me on (1964).
F om a p ac ical s andpoin , he s udy’s conclusions ha e consequences o sales manage s and
adminis a ions o insu ance i ms. Fi s , sales manage s mus ecognize he impo ance o sPlQs and
sPasB in d i ing sP. By unde s anding he unc ion o sPasB as a media o , sales manage s can empha-
size he de elopmen o hese skills in hei aining and de elopmen p og ams, which can lead o
imp o ed sales ou comes and be e pe o mance o indi idual salespeople. second, sales o ganiza ions
should pay a en ion o he in luence o gende on sP. al hough p e ious esea ch has p oduced mixed
indings on he associa ion be ween gende and sP, his s udy sugges s ha gende can con ol o he
ela ionship be ween sPlQs, sPsB, and sP. his implies ha sales o ganiza ions mus conside gende
when designing sales s a egies and alloca ing esou ces.
his s udy o e s aluable insigh s in o gende -speci ic ac o s ha impac sales pe o mance in he insu -
ance indus y. By gaining a deepe unde s anding o hese ac o s, sales manage s can c ea e a mo e inclu-
si e and suppo i e en i onmen o bo h male and emale salespe sons, which can lead o a mo e di e se
and e ec i e sales o ce as well as imp o ed cus ome sa is ac ion and o e all o ganiza ional success.
Fu he mo e, he esul s o his in es iga ion ha e impo an implica ions o he de elopmen o sales
aining p og ams. By conside ing he media ion unc ion o sPasB and he mode a ing ole o sPg, sales
o ganiza ions can c ea e aining cou ses ha emphasize imp o ing hese skills and add essing
gende -speci ic challenges. his can enable salespe sons o adap be e o he changing business en i-
onmen , mee cus ome needs e ec i ely, and achie e supe io sales pe o mance.
8. Limi a ion and u u e di ec ion
his s udy ocuses on he insu ance indus y in Uganda. subsequen in es iga ions may examine he
unc ion o con ex ual ac o s such as cul u al no ms, indus y cha ac e is ics, and ma ke dynamics in
shaping he ela ionships be ween sPlQs, sPasB, and sP. his could help unco e he dis inc di icul ies
encoun e ed by salespeople in di e en con ex s.
he cu en s udy employed a c oss-sec ional design, which limi ed i s capaci y o es ablish causal
ela ionships. subsequen in es iga ions may adop a long- e m app oach o obse e he long- e m
e ec s o sPlQs and sPasB on sP. his o e s pe cep ions o he sus ainabili y and s abili y o hese
ela ionships o e ime.
While he p esen s udy explo ed he mode a ing unc ion o sPg in he connec ion be ween sPlQs,
sPasB, and sP, u u e esea ch could del e deepe in o gende di e ences and hei impac s on sales
ou comes. his could include in es iga ing ac o s, such as gende s e eo ypes, unconscious biases, and
he e ec i eness o gende di e si y in sales eams.
his s udy uses a quan i a i e app oach. he e o e, me ging quan i a i e and quali a i e me hods
could p o ide a mo e ho ough unde s anding o he in ica e dynamics be ween he sPlQs, sPasB,
gende , and sP. his could in ol e conduc ing in e iews o ocus g oups wi h salespeople and sales
manage s o gain in-dep h insigh in o hei expe iences and pe cep ions.
cOgen BUsiness & ManageMen 15
Acknowledgmen s
e e y au ho pa icipa ed sui ably o each a ea o he wo k.
Au ho s’ con ibu ions
M . Mwesige icha d was esponsible o he manusc ip ’s o e all managemen , de ised he esea ch opic, penned
he in oduc ion, ca ied ou he li e a u e e iew, and conduc ed he s a is ical analysis. D . si uma clai e e ined he
language o he manusc ip and con ibu ed o quan i a i e da a acquisi ion and analysis. P o . Bonuke onald o ga-
nized he discussion sec ion. Ms. kabasinguzi B enda made subs an ial con ibu ions o he s udy’s concep ion, exe-
cu ion, and e alua ion and esponded o some o he e iewe s’ commen s. all au ho s a i m hei accoun abili y
o e e y aspec o he wo k.
Disclosu e s a emen
no po en ial con lic o in e es was epo ed by he au ho (s).
Funding
he wo k was no suppo ed by ou side sou ces o inancing.
Abou he au ho s
Mwesige Richa d a lec u e , in he Depa men o Ma ke ing and Managemen , Make e e Uni e si y Business school,
Uganda, and PhD s uden a Moi Uni e si y, kenya. Mwesige icha d’s esea ch in e es s include; ma ke ing, manage-
men , inance and accoun ing, e lec ing his commi men o mul idisciplina y app oaches in business educa ion and
p ac ice.
P o esso Bonuke Ronald a P o esso , in he school o Business and economics, Depa men o Ma ke ing and
logis ics, Moi Uni e si y,kenya. he specializes in quan i a i e social esea ch, wi h expe ise in esea ch me hodology
and quali a i e analysis. his esea ch in e es s ocus on ma ke ing, logis ics and managemen .
D . Si uma Clai e a lec u e in he school o Business and economics, Depa men o Managemen science and
en ep eneu ship, Moi Uni e si y, kenya. he esea ch in e es s include managemen and en ep eneu ship.
Kabasinguzi B enda an assis an lec u e , in he Depa men o Ma ke ing and Managemen , Make e e Uni e si y
Business school, Uganda. he esea ch in e es s include ma ke ing, managemen and en ep eneu ship, wi h a pa -
icula ocus on inno a ion and sus ainable business p ac ices.
ORCID
Mwesige icha d h p://o cid.o g/0009-0008-7155-2829
kabasinguzi B enda h p://o cid.o g/0009-0009-3627-1367
Da a a ailabili y s a emen
Da a can be accessed upon easonable eques om he co esponding au ho .
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